In the introduction contemporary trends in online booking in the hotel industry, with particular emphasis on the use of the Internet are described. Online agencies are explained and efforts of hoteliers to invest in increasing direct bookings without intermediaries in order to maximize profits are emphasized. The concept of digital marketing and the role of individual distribution channels in it are described. It is pointed out that promotional activities as well as social networks are based on communication. In this process social networks are used as a tool, especially when it comes to business communication and brand reputation. The concept of using social networks as a promotional means in the process of improving sales, in specific company is described. The second section describes the services market and points out its main features; intangibility, inseparability, heterogeneity and transience. The basic features of marketing strategy for the services and the main features of the tourist market. In the third section the role of promotion as an instrument of marketing mix as well as characteristics of advertising, direct (personal) sales, sales promotion and public relations are described. The specifics of the hotel capacities sale and the role of Internet in the modern business. In the fourth section information on the company Liburnia Riviera Hotels jsc. Opatija is presented as well as data on capacities, position on the local market, financial position, distribution channels and promotional activities of the company. The fifth chapter is analyzing digital communications in LRH. The sixth chapter describes the use of social networks as a means of improving sales within the promotional activities, and compares activities of LRH on Facebook, Twitter, Instagram and Google+. Activities of the main competitors of the company, Maistra Valamar and Plava Laguna, in the field. In conclusion measures for improvement in the use of social networks as a means of sale improvement, with quantification of potential costs and benefits are suggested of sale with quantification of potential costs and benefits.